Marketing Management: An Overview

By Wendy ewison

Marketing Management: An Overview provides an alternative to the traditional marketing management texts in the market. This new text offers a concise overview for the advanced level marketing course, enabling instructors to incorporate other materials, such as cases, into the course. Features: * Unlike traditional marketing management textbooks, this new condensed text provides a concise presentation of concepts, allowing for the use of cases to illustrate text materials. * Unlike other brief books, Lewison's text offers a strategic orientation and has great managerial focus. * A unique and innovative chapter focuses on making the corporation competitive. * Real-world applications are incorporated throughout the text. * The text addresses such AACSB mandates as cross functionalism, technology and strategy.

• Format: Paperback
• Language: English
• ISBN: 0030981530
• ISBN13: 9780030981531
• Release Date: January 1996
• Publisher: Harcourt College Pub
• Weight: 1.33 lbs.
• Dimensions: 9.5" x 0.8" x 6.5"